Well I started with Goodyear then the Swiss flag gave the Tissot sponsorship away and that narrowed it down.
Then your hint that he was Italian narrowed it down much further!
The final step was to browse through a few photos in my drivers encylopedia

What a shame that he died testing. From what I have read he should have survived. Only got a broken collar bone and maybe a couple of other injuries but died from smoke inhalation. I remember watching him race.

Holy crap on a cracker!
Number one idiot for 2007!!!!!
2008 Round of France winner!!! Wooooooohoooo!!!!!!
2010 Round of Britian winner!!!!!!